The urban development at the international level faces several challenges including the reuse of old industrial sites abandoned or in decline. Generate new uses and places from the traces of industrialization means to provide these spaces for new values of economic nature and one of the tools that make this possible. The use of Urban Marketing enables alternatives for decision-making to local players, who decide what to do with these old industrial premises. The main objective of this article is to expose the benefits of implementing urban marketing, in order to define the most appropriate use for these areas that were a great value at the time and now can be erected as part of the heritage, identity and collective memory of a city.